Venice overhauls rules about signs

Under the proposed code, an outdoor sculpture outside a business is considered a sign if it has a commercial message.

By DALE WHITE

Not long after Mike Lamberto installed a "tube girl" stick-figure sculpture outside his Venice Olive Oil Co. to promote the business, he received a surprise.

The sculpture is not artwork, city officials said. Instead, it is regarded as a commercial sign. And for that, Lamberto would need a sign permit.

Venice is overhauling its rules about signs, especially for businesses, after receiving complaints that its current regulations need to be more consistent and easier to use.

Because of freedom of speech, the city's rules cannot pertain to content. Yet the city can set limits on the number, size, location and type of signs intended to lure patrons into businesses.

The changes are raising concerns among some business owners, who fear a costly and time-consuming bureaucracy will stifle their ability to attract customers. But the changes may draw support from residents who are irritated by the growing number of signs popping up on sidewalks, public parks and vacant land.

City planner Scott Pickett said the intent is to consolidate rules about signs now scattered among land use regulations into a single 45-page code. In doing so, Pickett said, the city wants to eliminate inconsistencies, strike provisions considered "confusing" and address newer technology, such as electronic and mobile signs — while retaining Venice's architectural character.

In some cases, setbacks may be reduced, more space could be devoted to window signs and "monument" signs may be encouraged instead of signs on poles.

On Tuesday, the Planning Commission heard from business owners and representatives who have been studying the proposed revisions.

Lamberto, owner of Venice Olive Oil, expressed frustration that the new rules apparently still will require him to obtain a permit if he wants to place his "tube girl" sculpture outside his Venice Avenue shop.

City officials said that, under the proposed code, an outdoor sculpture is considered a sign if it has a commercial message.